Brussels, (Unib Rashid) — New European Union rules requiring greater transparency in the use of artificial intelligence (AI) have officially come into force, marking a significant step in the implementation of the EU’s landmark AI regulatory framework.

Under the new requirements, companies operating across the European Union must clearly inform users whenever they are interacting with or being affected by artificial intelligence systems. The measures are designed to strengthen public trust, improve accountability, and ensure that AI technologies are deployed responsibly.

According to the European Commission, AI-generated content must now include a machine-readable identifier, enabling platforms and authorities to recognize that the material was created or altered using artificial intelligence.

The rules also require deepfakes and AI-generated content relating to matters of public interest to be clearly and visibly labelled, helping users distinguish authentic content from AI-produced material and reducing the risk of misinformation.

In addition, businesses must explicitly inform users when they are communicating with an AI-powered chatbot or virtual assistant, making it clear that they are interacting with a machine rather than a human representative.

Companies will also be required to notify individuals whenever AI systems are being used to actively analyse, monitor or evaluate them, reinforcing transparency in the deployment of AI technologies.

The European Commission said the new obligations reflect the growing role of artificial intelligence in everyday life and are intended to give citizens greater clarity over how AI is being used.

“AI is becoming part of daily life across Europe. People deserve to know when they are interacting with artificial intelligence or when AI-generated content is influencing the information they receive,” the Commission said, adding that transparency is essential to building public confidence in the technology.

The transparency measures form part of the EU Artificial Intelligence Act, the world’s first comprehensive legal framework governing artificial intelligence. The legislation introduces a risk-based approach to AI regulation while promoting innovation and ensuring that fundamental rights, safety and democratic values are protected.

European officials say the new rules are intended to ensure that artificial intelligence serves people in a transparent and trustworthy manner, rather than being used to deceive or manipulate users.